arts nsw's business planning and grant application writing tips
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TOP TIPS – BUSINESS PLANNING ANDFUNDING APPLICATIONS
ARTS NSW
BUSINESS PLANNING
“The more uncertain and shifting the environment becomes the more important it is for arts organisations to have a clear sense of purpose: to think and act strategically… That does not mean detailed and inflexible long-term plans. Nor should it be a licence for navel gazing… An organisation that lacks an animating sense of purpose risks being pushed and pulled in many directions…
Arts organisations operate in increasingly crowded and competitive markets, with multiple partners, with different goals and performance measures, mixing commerce and cultural creativity. In such a fluid environment, stability does not come from structure but from having an enduring sense of purpose.”1
1Arts organisations in the 21st century: ten challenges; Charles Leadbeater, Arts Council of England 2005
Core components
Purpose (or Mission) (1/2 page) Executive Summary (less than 1 page) Context (3-4 pages) Goals and KPI’s (Key Performance Indicators) (1-2 pages) Strategies (2 pages including Goals/Strategy Matrix) Artistic Plan /Program Plan (3 pages) Marketing Plan (2-3 pages) Financial Plan (1-2 pages) Management Plan (2-3 pages): Organisational Structure,
Governance, Succession Plan, Risk Management
Purpose (or Mission)
Your purpose must answer the question: why does our organisation exist?
It should be inspiring It should guide your organisation and set boundaries to
minimise “mission drift”
Executive Summary
The executive summary should be less than one page and cover the key messages of your plan.
It is generally the last thing you write and should encapsulate and distil the strategic direction of the document i.e.
where you want to go (your artistic rationale) the context you are in where you eventually want to get how you aim to get there how far down the track you hope to be in 3 years time
Context
This section will summarise the strategic issues facing the organisation having assessed the internal and external environment to identify the organisation’s strengths and weaknesses, opportunities and challenges
Are there any other external (artistic, political, economic, social, technological) issues which you need to take into consideration?
What are the issues that underpin your artistic rationale and choices?
Context - History
This should be a brief overview summarising
• when your organisation was set up• for what reason• the impact of significant achievements, events and
milestones that your organisation instigated or reacted to over the years - events which are influencing your strategic direction
Context - Internal situation
This should be a short but comprehensive evaluation of your organisation
It should highlight strengths while acknowledging weaknesses
Context - External situation
This may be one to two paragraphs on your external situation as it is now
Consider who are your local, national and international peers against whom you benchmark your organisation?
Who are your stakeholders?
Context - Markets 1
A market is any broad collection of people who might have an interest in exchanging something, coming into contact or engaging with your organisation
These may include artists, visitors, ticket buyers, workshop participants, clients, referrals, members, volunteers, funding bodies, sponsors and philanthropists
For each market segment your analysis should identify what the segment wants from the organisation (needs met and benefits) and what the organisation can offer each segment to meet those needs
Context - Markets 2
Define your current markets This should be based on any research or facts.
Describe your market segments in terms of the key common factors that bind each group (e.g. young adults who respond to the latest trends in new media).
Consider who creates your support base? What other markets are strategically important to you? If you have segmented your markets, include a summary of your analysis
Clarify what you offer your markets
Context - Competition
In not-for-profit arts organisations, competition can be thought of as anything that inhibits or stops an organisation from achieving its goals
What are the competitors for each market segment? What is the competitor’s offer or services, and what is the impact on the organisation and how will the organisation respond?
Consider who, or what else, competes for your markets’ time, attention, interest and money
Goals
Goals should describe the impact you want (where you want to be). Clearly articulated and measurable goal statements will make it easier to establish priorities and KPI’s within your plan
A good way to think of goals is to express them starting with “be” or “have”
Your plan will usually have no more than six goals and each should consist of one specific, clear and tangible objective
Goals should be "SMARTER“
Key Performance Indicators
If you measure it, it will happen. If it's important, you can almost always find a way to measure it
KPI’s demonstrate how well your organisation is progressing towards achieving its Goals: both measuring success and operating as warning signals.
Each goal can have one KPI or more
Sample goal and KPI with targets
GOAL KPI Current
Situation Yr 2 Yr 3
3 case studies
Biennial audience survey demonstrating 80% of participants have increased understanding
20% $160K $160K Increase fundraising income from philanthropy
and giving program $10k $15k $35k $50k
80%
HAVE Diversified income streams to ensure financial sustainability
Increase earned income from 20% to 25% of total income by 3rd year
20% 22% 25%Circulation grows by 10% each year 5k 5.5k 6k 6.7k
Generate at least a 2% surplus each year $16k $16.5k $17.3k $18k
53k
200% increase in number of high school group by Year 3
2 4 8 10
HAVE More people experience and, understand the value of contemporary art
Increase attendances by 10% each year 40k 44k 48k
60% 70%
ANNUAL TARGETS
Yr 1BE Nationally recognised exhibitions of innovative visual art & interdisciplinary art forms
12 exhibitions per year 12 12 12 12
Critical discourse generated in national and industry media, (minimum 3 case studies per year)
1 feature on ABC
4 case studies
6 case studies
Strategies
Strategies are the 10 or so major initiatives you will undertake to achieve your goals
Include the key activities that will enable your organisation to implement each strategy
Strategies - suggested format
Strategy Key Activities Priority ResponsibilityPresent 12 exhibitions per annum with an emphasis on the development and presentation of new work See Artistic Plan 1 Curator
Produce exhibition catalogues of a high quality per annum, three full colour, bound, minimum 48 page, publications published 2
Publications Manager with support from Designer and Curator
Produce one artist monograph per annum 3
Curator with support from Designer and Publications Manager
Produce one theoretical text every two years 3
Curator with support from Designer and Publications Manager
Produce and distribute high
quality publications
Artistic Program/Plan
Your artistic (or program) plan contains three main components:
· a statement about the artistic rationale which underpins your artistic choices
· an overview of the program for each year of the business plan (exhibitions, tours, special projects, residencies, performances, creative developments, workshops, commissions, publications etc)
· ways to measure artistic vibrancy, including a model for self-evaluation.
Marketing Plan
Provide a multi-year plan of the marketing goals and strategies that you intend to use to achieve your KPIs.
Your marketing plan should demonstrate:
· an understanding of target markets (current and potential);
· the responsiveness of programming to target markets and segments; and
· evidence of market research.
If applicable, you may need to develop separate action plans for marketing communications or promotion, sponsorship and philanthropy.
Financial Plan
The financial plan provides further details of how you are going to implement your financial strategies that underpin your artistic vision. It should include:
· an assessment of your organisation's current financial situation (where are we now)
· a set of financial goals, complete with strategies and KPIs (how do we get there)
· a vision of the financial situation at the end of the period covered by the business plan (where do we want to be)
You should provide a financial forecast for each year covered by the business plan.
Management Plan
Organisational Structure Role of the Board (where applicable) and
Governance Succession Plan Risk Management Plan Any ancillary plans - including disability, equal
employment opportunities, cultural diversity and indigenous participation and access.
ARTS NSW – arts funding program
NSW Government’s arts policy and funding body
Role of Arts NSW:• funding NSW artists and arts & cultural
organisations• promoting arts and culture• providing advice to the sector and
government• working with NSW cultural institutions• managing property
ARTS NSW
Ministry of Tourism, Major Events and Arts
Minister: The Hon. George Souris, Minister for Tourism, Major Events,Hospitality & Racing, Minister for the Arts
Director General: Mark Paterson AO, Department of Trade & Investment,Regional Infrastructure & Services
Ministry of Tourism, Major Events and Arts Arts NSW Destination NSW Art Gallery of NSW Australian Museum Sydney Opera House Powerhouse Museum Screen NSW State Library OLGR (Office of Liquor, Gaming and Racing) CLAGCA (Casino, Liquor and Gaming Control Authority).
ARTS NSW
ARTS FUNDING PROGRAM
Funding to support NSW artists and arts and cultural organisations
Funding is available: for organisations and individuals for all artforms across all of NSW
Competitive application-based process 2012 AFP is for activity taking place between
January -December 2012.
ARTS NSW
POLICY DIRECTIONS
The Arts Funding Program seeks to promote:
• A creative and diverse arts and cultural sector
• Improved industry capacity & sustainability
• Increased access to arts and cultural activities
• Audience development and participation
ARTS NSW
TYPES OF FUNDING
There are 4 main types of funding:
•Program Funding
•Project Funding
•ConnectEd Arts - Residencies
•Fellowships, Scholarships and
Awards
ARTS NSW
PROGRAM FUNDING
•Annual Program Funding
•Triennial Program Funding
•Negotiated Program Funding
PROJECT FUNDING
•Capital
•Creation and/or Presentation
•Performing Arts Touring
•Strategic Industry Development
•ConnectEd Arts
•Quick Response
•Regional Conservatorium
•Screen Audience Development
ABORIGINAL ARTS AND CULTURAL STRATEGY
Aims to improve support for NSW Aboriginal artists and arts organisations
Applications for funding with an Aboriginal arts and cultural focus must
meet the objectives of the strategy:
Direction 1: Artists
Direction 2: Visibility
Direction 3: Community
Direction 4: Jobs
Brook Andrew, Biennale of Sydney
N.B. NSW Aboriginal arts and culture is a priority under Strategic Industry Development.
APPLICATION FORMS
Available 6 weeks before the relevant closing date.
There is a separate form for each type of funding.
Delivery plans are a key part of many of the forms.
Forms are available as interactive PDFs. (MAC users
remember to download Adobe Reader)
Many are also available on our new online
application system: http://apply.arts.nsw.gov.au
ASSESSMENT PROCESS
1. Applications submitted
2. Applications sent to assessment panel
3. Individual scoring by panel
4. Final scoring and funding recommendations
5. Recommendations go to Minister for approval
6. Applicants receive advice
ASSESSMENT CRITERIA
All applications are assessed against 5 criteria:
1. Merit
2. Audience development & participation
3. Benefits
4. Capacity
5. Budget
Each criteria is equally weighted.
Assessment panels
Who assesses your application?
Funding applications are assessed by a panel consisting of independent peers with appropriate industry expertise
Peers are people with a professional association with the arts or a specific artform who have the knowledge and/or experience to make a fair and informed assessment of a funding application
Applications are not assessed by artform
ROLE OF ARTS NSW STAFF
Providing advice to potential applicants on:
• interpreting the guidelines
• types of activities relevant to each
category
Providing advice to assessment panels
WRITING APPLICATIONS
Never assume an assessment panel knows you or your work
Always use plain English
Give as much detail as possible
Provide appropriate support material
Test the online application form before you start
Check the closing date
Talk to the funding staff
Make sure you apply!
BUDGETS
Ensure your budget is correct and reflects the activity
Ensure your budget is realistic
Show funding from other sources
Payment of fees and salaries to artists and employees should be
consistent with industry standards
Budgets should be commensurate with the type and scale of the
program
Give as much detail as possible – don’t use ‘other’ as a descriptor
Provide explanatory notes to the budget
FOR MORE INFORMATION
Website – www.arts.nsw.gov.au• Guidelines and application forms• Aboriginal Arts and Cultural Strategy• Aboriginal Arts and Cultural Protocols• Glossary and Explanatory Notes• Check the Arts NSW website for FAQs and
latest news • List of past grant recipients• Sample delivery plans
Arts NSW staff – 02 9228 5533 [email protected]
More details
Grainne Brunsdon, Manager Arts Funding [email protected] 9228 4743
Gabrielle Eade, Senior Contracts Officer [email protected] 9228 5430